Data in digital advertising is everywhere. According to Salesforce’s Digital Advertising 2020 report, almost half of all advertisers in North America plan to increase their use of third-party data by 2019.
Not all digital ad solutions are created equal. So how do we know what tools to look for?
Advertisers and marketers rely on digital ad solutions to evaluate campaigns and plan for the future. Whether it’s benchmarking creatives or uncovering online ad paths, these solutions provide the data needed to adjust strategies in real-time and react to competitors.
In this post, we will explain why all digital advertising solutions are not the same and help you determine which tools you need to fuel your own digital strategy.
Buying an ad intelligence solution is a smart decision for brands looking to take their digital advertising strategy to the next level. Ad intelligence solutions improve transparency, inform advertising strategy, and provide actionable insights into spend and performance.
That said, failing to choose the right platform can result in a big investment wasted.
Whether you’re searching for a program to benchmark your campaigns, or spy on your competitors, avoid these mistakes when choosing an ad solution.
“The days of giving digital a pass is over. It’s time to grow up and it’s time for action.”
— Marc Pritchard, Chief Brand Officer at Procter & Gamble as reported by AdAge
The digital advertising industry has a transparency problem and one of the world’s biggest brands is calling for change.
In January 2017, P&G’s Chief Brand Officer, Marc Pritchard announced a 5-point program, essentially threatening to cut ties with all digital advertising agencies if they didn’t clean up their opaque practices. Pritchard’s plan called for agencies to address the issues of ad fraud, brand safety, and transparency.
Since his powerful speech at the Interactive Advertising Bureau's Annual Leadership Meeting, companies like L’Oreal, JPMorgan Chase, Audi, and McDonald’s have developed their own in-house advertising teams and placement algorithms.
But, those are major corporations. Smaller brands might not have the resources or time to completely restructure existing digital advertising strategies. Fortunately, there are ways you can take control of your brand’s ad intelligence for more transparency. Here’s how.
Can you guess how much Apple spends on the advertisements you see before you watch a YouTube video on your phone? An average of $2.7 million a month in 2017. Do you know how we know this? Because our ad intelligence platform tracks ad spend on mobile video devices for not just Apple, but thousands of other brands. And Pathmatics also tracks spending for desktop video, desktop display, mobile display, and Facebook.
Competitive intelligence is a crucial part of evaluating your own digital ad strategy and planning for the future. How else can you benchmark your campaigns to understand what true success means for your vertical?
Let's face it. Your competitors are already spying on your digital advertising strategy. How are you going to fight back in an ever increasing competitive space? As the world of digital continues to be complex and murky, you need tools that help you find transparency amongst the landscape.
Whether it’s to build creative campaigns or spy on competitors, more and more brands are taking advantage of ad intelligence platforms to build smarter strategies. If you’re new to the market, finding a suitable platform can sometimes feel overwhelming.
That’s where we come in. In this post, we highlight key features you should expect from your ad intelligence platform.
Ad intelligence software can tell you exactly how your competitors spend their advertising budget. But knowing what campaigns they spend their ad budgets on is equally important.
Some ad intelligence solutions provide data on budgets and sites where brands advertise. But not a lot of them show you exactly what creatives they’re investing in.
This is a major ad intelligence blind spot.
Brands need information on individual creatives. Without it, you miss out on opportunities to boost digital ad ROI. In fact, there are five big reasons why having data on creatives is essential in any ad intel solution.